One of Chanel's perfumes, Coco Mademoiselle, has a couple ads starring Kiera Knightley. Here's a link to the ad that I'll be examining: https://www.youtube.com/watch?v=_ZAZD3ylG6Y.
The ad follows the man as he searches for Kiera Knightley's character. It all starts out in a black and white room, with fancy people wearing all-black. She ends up disappearing and the next time we see her is when she's cruising down a river on a small boat and under a bridge where the man is standing. The ad ends with them making eye contact, followed by a view of the actual product.
One thing I noticed in the ad was that the man is the only one who seems to notice her. If everyone appeared to notice her, I would say that it appeals to the need for autonomy. Because he is the only one who sees her, this seems to appeal to the need for attention. There is a bit of a need for escape because of the apparent adventure in chasing after Kiera Knightley's character.
The fact that Kiera Knightley is the main focus is a use of testimonial because, although the ad is more of a story, she is still a very recognizable actress. Just her presence in the ad makes the ad memorable because of how famous she is. She doesn't even speak in the ad, but that doesn't make a difference. It actually adds to the mysterious aspect of the ad.
The music in the ad has a mysterious and almost magical quality to it. It establishes a mood that makes viewers want to follow the story. The lighting in the first part of the ad is artificial and very fluorescent. The end of the ad uses real lighting, with a sun setting in the background.
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